Writings > Persuasive Architecture Revisited

Persuasive Architecture Revisited

At it's simplist, persuasive architecture assumes that customers follow a path on their way to a purchase decision. For some products, it a path that may take months for them to travel. It is a path that takes them from initial awareness to a final buying decision.

As web developers, our goal is to keep our customers moving forward on that path. Good salesfolks are intimitely familiar with this process, and our designs need to emulate their sales process..

Imagine if you walked onto a car lot, and the salesman walked out and presented you straight away with the purchase paperwork. You're not even ready to buy the car! Or what if the salesman just presented a pile of brochures and walked away? This would be madness in the real world, but these types of mistakes are being made all the time on the web.

When we understand that customers follow a path, we can design sites that help them along; presenting appropriate information along the way, and closing when they are ready! To help me visualize this process, I find it useful to remember the ACDDA approach to marketing.

Awareness Your customer first becomes aware of your service. This is usually the domain of PR, advertising, word of mouth etc. ComprehensionThis is where your customer might first experience your website. - They may have heard about you, but from whom, and how complete was the message? Your site needs to educate them on your offering and service. DesireAs they're understanding how your product works, you also have to be creating desire. If comprehension is selling the features, Desire is selling the benefits. Your site needs to help the user want your product. (In)DecisionThe customer now understands your product, desires your product, but isn't ready to click on the 'Buy Now' button. Perhaps they're not sure they can afford it. They think they should read some independent reviews. Perhaps they should just wait and see. How do you push them to the next step? ActionYou've they're convinced it is the best and they can afford it. Let nothing get between them and the "Confirm Order" button.

While some customers may take five minutes to go from Awareness to Action, the vast majority might circle in a holding pattern somehwere between comprehension and conviction for days, weeks, or months. They have objections. They need more research. There are factors completely beyond your control that affect their buying decision. How will your website help them complete their journey?